The Superpromoter: The Power of Enthusiasm
Autor R. Vogelaaren Limba Engleză Hardback – 26 noi 2010
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Specificații
ISBN-13: 9780230285095
ISBN-10: 0230285090
Pagini: 222
Ilustrații: XVI, 222 p.
Dimensiuni: 155 x 235 x 20 mm
Greutate: 0.5 kg
Ediția:2011
Editura: Palgrave Macmillan UK
Colecția Palgrave Macmillan
Locul publicării:London, United Kingdom
ISBN-10: 0230285090
Pagini: 222
Ilustrații: XVI, 222 p.
Dimensiuni: 155 x 235 x 20 mm
Greutate: 0.5 kg
Ediția:2011
Editura: Palgrave Macmillan UK
Colecția Palgrave Macmillan
Locul publicării:London, United Kingdom
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Cuprins
Preface Introduction - Why Rock Stars Don't Have to Read This Book and the Promise Within Getting to Know the Superpromoter An Evolution in Client Orientation The Tool Box Getting to Work With ODILIA, a Practical Model The End of the World As We Know It
Recenzii
'The Superpromoter is game-changing! I know it's made me re-think my strategy!' - Suhail Khan, Vice President Philips International, Head of Customer Experience and Market Driven Innovation
'On the surface, the concept and actions of a superpromoter seem obvious ' and that's the danger. Vogelaar reminds us we're not hardwired to look for those who are enthusiastic; it's those that criticize that cloud our attention. Therefore, anyone trying to promote anything needs a powerful antidote to counter this fundamental human condition. Vogelaar's book provides it.' - Verne Harnish, Author of Mastering the Rockefeller Habits and CEO of Gazelles
"The superpromotor theory proves to be an effective and efficient tool to better understand the strengths and weaknesses of our brands amongst our most loyal fans. The theory has been fully embraced by our marketeers because of the easiness of implementation and the vibe of energy it provides when talking to our most loyal fans. This theory is a way forward for research and for us!' - Hans Böhm, Marketing Director, Heineken, Netherlands
'The Superpromoter makes a first class addition to the debate on why people do what they do and how marketers and researchers can understand it. Smart, thorough and above all enthusiastic in the way it lays out the case for that ancient sources of human influence - enthusiasmos! Go tell you friends.' - Mark Earls Author of Herd
'On the surface, the concept and actions of a superpromoter seem obvious ' and that's the danger. Vogelaar reminds us we're not hardwired to look for those who are enthusiastic; it's those that criticize that cloud our attention. Therefore, anyone trying to promote anything needs a powerful antidote to counter this fundamental human condition. Vogelaar's book provides it.' - Verne Harnish, Author of Mastering the Rockefeller Habits and CEO of Gazelles
"The superpromotor theory proves to be an effective and efficient tool to better understand the strengths and weaknesses of our brands amongst our most loyal fans. The theory has been fully embraced by our marketeers because of the easiness of implementation and the vibe of energy it provides when talking to our most loyal fans. This theory is a way forward for research and for us!' - Hans Böhm, Marketing Director, Heineken, Netherlands
'The Superpromoter makes a first class addition to the debate on why people do what they do and how marketers and researchers can understand it. Smart, thorough and above all enthusiastic in the way it lays out the case for that ancient sources of human influence - enthusiasmos! Go tell you friends.' - Mark Earls Author of Herd
Notă biografică
RIJN VOGELAAR is CEO of Blauw Research. His academic background includes degrees in social psychology and psychological methodology from Amsterdam (University of Amsterdam) and Leeds. He has published in the Journal of Social Psychology and he has over 15 years of experience in market research and customer relations.
Descriere
The reality is that most organizations suffer from a severe case of superpromoter blindess. The focus is on analyzing why products fail and the negative consumer feedback, rather than optimizing the potential of enthusiastic loyal customers. In a world were social media is becoming more and more dominant it is all the more important to understand how the superpromter can benefit your organization.
In The Superpromoter Rijn Vogelaar explains how any organization can become more successful by marshalling their superpromoters. Companies should stop focusing so much on complaining customers and unsatisfied employees and spend more time with their friends, the superpromoters!